x
[contact-form-7 id="441" title="Contact form 1"]

Does “Harry Potter” Draw More Than Clicks?

James Connell October 2, 2009 Category Paid Search (PPC)

Determining Searcher Intent For Better ROI

When someone searches for “Harry Potter,” what are they really searching for? A bio of the character? An action figure?

If you sell action figures, but most of the people clicking on your “Harry Potter” ads are simply looking for information, you’re obviously not getting your optimal ROI. Conversely, if most of your clicks are precisely for the products you offer, i.e., Harry Potter figures, you’re doing well.

One method of determining user intent for a prospective keyword is common sense – “This keyword contains ‘buy,’ so people using it probably want to make a purchase”. Another is performing a test search, using your potential keyword as a query. What results up on top? Movie listings (information), or DVDs (commerce)? You want to pay attention to both organic results and ads.

New Tool From Microsoft

A new tool from Microsoft, the commercial intent tool, is great new way to look at potential keywords. Just enter your keyword, and it gives you the probability that the keyword is commerce-related. For instance: the tool states that “Find Hair Loss Products” has a 64% chance of having commercial intent. “Buy Hair Loss Products” has a 97% chance of commercial intent.

Microsoft claims that the tool is 90% accurate. Not sure if that’s true, but this tool is something every marketer (or business owner) should try for themselves.

Ari Berdy is a SEM Strategist at Path Interactive

Most Recent

Zoom Out: A Big Picture Marketing Strategy

By Jaclyn Howell, PathInteractive | July 11, 2017

Take advantage of some of the best advice I’ve ever received… “zoom out”.  Throughout the year, we are bogged down […]

Read More

Sprout Social vs Falcon.io – A Comparison of Social Media Publishing and Management Platforms

By Sarah Fonseca Dryden, PathInteractive | June 16, 2017

Comparing Community Management, Publishing, and Reporting Capabilities Social media marketing can be one of the most powerful tools in marketing […]

Read More

Using Adwords Call-Only Ads and Campaigns to Target New Audiences and Languages

By Aurora Estrada, PathInteractive | June 13, 2017

Targeting a new audience can get costly; it’s not just a matter of setting up new campaigns, but also investing […]

Read More